> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Returning Customer CM3 per Order: Repeat Order Contribution Margin

> Track Returning Customer CM3 per order for your Shopify store. Measure contribution margin per repeat buyer order.

<Tip>
  RC CM3 per Order measures the average contribution margin per returning customer order—what each repeat buyer order contributes after marketing costs.
</Tip>

## Formula

<Info>
  **RC CM3 per Order** = **RC CM3** ÷ **Returning Customer Orders**
</Info>

### Formula Components

| Metric                                                                                             | Definition                             |
| -------------------------------------------------------------------------------------------------- | -------------------------------------- |
| [**RC CM3**](/reference/metrics/orders/contribution-margin/returning-customer-contribution-margin) | Returning customer contribution margin |
| [**Returning Customers**](/reference/metrics/orders/customers/returning-customers)                 | Count of returning customer orders     |

| Metadata        |                                                                      |
| --------------- | -------------------------------------------------------------------- |
| **Type**        | Currency                                                             |
| **Data Source** | [Shopify](/sources/shopify), [Upstack Costs](/sources/upstack-costs) |
| **Aggregation** | Average                                                              |

***

## Example

Returning customers generated **\$27,500** CM3 from **750** orders.

| Component            | Value       | Calculation         |
| -------------------- | ----------- | ------------------- |
| RC CM3               | \$27,500    | Contribution margin |
| RC Orders            | 750         | Repeat orders       |
| **RC CM3 per Order** | **\$36.67** | \$27,500 ÷ 750      |

***

## How It Works

RC CM3 per Order shows the contribution margin from each returning customer order after marketing costs. This represents pure profit contribution per repeat order, making it a key metric for understanding retention economics.

***

## When to Use

| Scenario               | Action                                             |
| ---------------------- | -------------------------------------------------- |
| Comparing segments     | Benchmark against NC CM3 per Order                 |
| LTV modeling           | Project lifetime contribution margin               |
| Retention ROI          | Measure loyalty program impact on RC CM3 per Order |
| Profitability tracking | Monitor repeat order profitability over time       |

***

## Related Metrics

| Metric                                                                                             | Relationship                                 |
| -------------------------------------------------------------------------------------------------- | -------------------------------------------- |
| [RC CM3](/reference/metrics/orders/contribution-margin/returning-customer-contribution-margin)     | Total returning customer contribution margin |
| [NC CM3 per Order](/reference/metrics/orders/contribution-margin/new-customer-cm3-per-order)       | Contribution margin per new customer order   |
| [RC CM4 per Order](/reference/metrics/orders/contribution-margin/returning-customer-cm4-per-order) | Operating profit per repeat order            |

[See all Contribution Margin metrics →](/reference/metrics/orders/contribution-margin)